1、外文翻译 Marketing and Development Material Source: International Journal of Logistics Author： By Carlo McCarthy (E.J.Mccarthy) ,in 1960, also under the micro-marketing definition: Marketing is the responsibility of business activities, products and services will be directly from the producer towards th
2、e consumer or user in order to meet customer needs and the achievement of the company profits, but also a process of socio-economic activities with the aim to meet the social or human needs, to achieve social goals. this definition than in the United States, although the definition of marketing asso
3、ciation a step forward that meet customer needs and realize the companys operating profit as a goal, but two definitions that marketing activities are production activities in the beginning of the end of the middle after a series of business sales activities, when the commodity to the user the hands
4、 of the end, the enterprise marketing activities and therefore is limited to the narrow scope of circulation, rather than operating as a business for sale throughout the entire process, including marketing research, product development, pricing, distribution, advertising, publicity reports, sales pr
5、omotion, marketing staff, after-sales service and so on. Christian Grnroosto the definition and emphasized the purpose of marketing: Marketing is in the interests of a whole, through mutual exchange and commitment to establish, maintain, consolidate and consumers and other participants in the relati
6、onship between the parties to achieve the purpose. the new definition of Jiang Taiwan through song in the “line of your marketing will not do,“ stressed the changes in marketing, the use of marketing of the English made the following definition: “What is marketing?“ On the literal, the “marketing“ i
7、n English is “ Marketing “, if the word is split into Marketing of the Market (the market) and ing (English-style method is carried out) This two-part, and that marketing can be used“ when the market is now “to express the product, price, promotion, access lead to changes in supply and demand of the
8、 delicate relationship between the two sides. 2004 years 8 months, in Boston. In the AMA (American Marketing Association) summer workshop on teaching marketing, AMA opened a new definition of marketing on the veil in order to update the past 20 years the official AMA definition of marketing. Since t
9、hen, on the new definition of marketing in the U.S. sector marketing theory, practice sector has generated considerable discussion. The publication of a new definition of marketing is in integrating the theory from the global community and the practice of community contribution to many marketers bas
10、ed on the amendment out. Business School of Rennin University of China Professor Guo Guoqing proposed that the new definition of the complete expressed as: Marketing is an organizational function, but also to organize themselves and the interests of stakeholders and the creation, dissemination, forw
11、arding, customer value, a range of customer relationship management process. To promote re-examine and amend the AMA on the official definition of marketing is one of the major forces from the AMAs CEO Dennis Alison. On the marketing of the first edition of the official definition in 1935 by the pre
12、decessor of AMA - American Marketing Association, used by teachers in 1948, formally adopted by AMA. In 1960, when the first edition of the AMA to re-examine the definition of the decision remained unchanged, not any changes. In this way, on the marketing of the original definition has been used for
13、 50 years until 1985, when the re-amended. The revised definition is also seen on the market today, the most common definition of marketing: Marketing is the planning and execution on the goods, services and innovative concepts, pricing, promotion and distribution in order to create individual and o
14、rganizational goals in line with the exchange of a process. This definition has been in use ever since, until the summer of 2004 was revised. The new definition is nearly 20 years on the marketing of the first amendment to the definition, no wonder the majority of marketers attracted universal atten
15、tion. Of course, a matter of concern is also the status of AMA. Thus, by her to make such amendments, naturally give rise to all sides. Marketing theory The development of marketing theory has the following four stages: The first stage: start-up phase. Marketing in the late 19th century to 20 in the
16、 United States the worlds creation of 20, due to industrial development and marketing at this time by a very narrow scope of the study, but research and commercial advertising network settings. Island in Illinois and other related courses at the universities. By the “Association of American Advertis
17、ing“ to “National Advertising and Marketing Association of Science Teachers“, to marketing research to ensure the organization. At this time of marketing research is characterized by: a. focus on marketing and advertising techniques, modern marketing theory, concepts, principles had yet to emerge; b
18、. University research activities are basically confined to the classroom and a professor of the study, and also society and the business community did not receive attention. Phase II: Application stage. During the 20th century to the end of World War II 20 for the application stage, begun to take sh
19、ape at this time, the United States began large-scale domestic enterprises to use marketing to operate businesses, open overseas markets, European countries have to follow. Established in 1931, “American Marketing Association“ Marketing preach, and in 1937 merged the two organizations, academia and
20、the business community to absorb a wide range to join the Marketing from the University of the rostrum to the community. This stage of the development of marketing in the applications. The capitalist world in 1929 due to the outbreak of an unprecedented economic crisis, the economy of the Great Depr
21、ession, large shrinkage in the purchasing power of a sharp decline in the community, the unprecedented sharp market. The whole capitalist economic crisis dealt a serious blow. This stage, marketing research is characterized by: a. there is no product to sell out of this narrow concept of; b. at a de
22、eper study on the basis of a broader marketing and advertising technique; c. study in favor of selling the business organization set; d. beginning of the study of marketing theory to society, paying attention to the general business community. The third phase: the formation period of development. Th
23、e 20th century, the 50s to 80s for the marketing stage of development, the U.S. military-industrial economy has begun to shift the public economic, social goods, the sharp increase in social productivity improved significantly, while the corresponding consumption level of residents has not been much
24、 improvement, market began to emerge in a state of oversupply. At this point the U.S. marketing expert R. Cox and W. Aderson the “broad sense of Marketing is to promote the potential producers and consumers of goods or services of any transaction activity.“ This point of view to make the start into
25、the new marketing stage. Previously that the market is the end of the production process, is now considered to be the starting point of the production process; the original that is marketing to sell products, now that marketing through the investigation to understand the needs and desires of consume
26、rs, and production in line with consumer needs and desires goods or services, which meet the needs and desires of consumers; so that from the marketing companies to enter the framework of social vision and a clear management guidance. Phase IV: the mature stage. Since the 80s for the marketing of th
27、e mature stage, in: a. associated with other disciplines such as economics, mathematics, statistics, psychology, etc.; b. theory began to form their own system; 80 is the age of marketing revolutionary period, begun to enter the field of modern marketing, so marketing the new look. Marketing concept
28、 The evolution of the concept of marketing and development, can be summarized into five, namely, the production concept, product concepts, marketing concepts, marketing concepts and the concept of social marketing. (1) The production of the concept of Production concept guiding the conduct of sales
29、of the concept of one of the oldest. This concept stems from the 20th century during the first 20. Business philosophy is not a departure from the consumer demand, but production from the start. The main performance is “what I produce, what to sell.“ Production concept that, like consumers everywher
30、e who might be able to buy and cheap products, enterprises should aim to upgrade production efficiency and distribution efficiency, expand production, reduce costs to expand the market. For example, Fort Pierce United States Flour Company, from 1869 to 20 during the 20th century has been the guiding
31、 concept of the use of production enterprises, when the company raised the slogan of “The Company seeks to create flour.“ U.S. auto magnate Henry Ford, has arrogantly declared: “No matter what the color of the needs of customers cars, I have only a black.“ Is a typical example. Clearly, the producti
32、on concept is a re-production, and light commercial marketing philosophy. Production concept is generated by a sellers market conditions. Capitalist industrialization in the early and end of World War II and post-war period, due to shortage of materials, market products in short supply, production i
33、n the enterprise management concept was quite popular. Chinas planned economy under the old system, due to the shortage of market products, businesses do not worry about sales of its products, industrial and commercial enterprises in their operation and management concepts are also pursuing the prod
34、uction of specific performance: focus on the development of industrial enterprises in production, too little marketing, the implementation of a 定销 production; business enterprises focus on sourcing efforts, what the acquisition of industrial production for what, how much the acquisition of industria
35、l production number, not attention to marketing. In addition to the shortage of materials, products, demand is outstripping supply, some enterprises in the product under conditions of high cost, its management is also affected by marketing products that dominate the concept. For example, Henry Ford
36、early in this century has been an all-out effort in the mass production of motor vehicles, and strive to reduce costs so that consumers can afford to buy in order to enhance the market share of Ford Motor. (2) Product concept It is a business concept earlier. Product concept of the view that most co
37、nsumers prefer high-quality, multi-functional and have some characteristics of products, enterprises should be dedicated to the production of high-value products, and continue to be improved. Products it produces in short supply in the market of “sellers market“ situation. The concept of breed produ
38、cts most likely to occasion is when the company invented a new product. At this point, the enterprises most likely to lead to “marketing myopia“, that is improper to focus on products rather than on the needs of the market, in marketing management lack of vision, only to see the quality of their pro
39、ducts, and do not see the market demand is changing, with the result that troubled business. 1. The Definition of Logistics After completing a commercial transaction, logistics will execute the transfer of goods from the supplier( seller) to the customer( buyer) in the most cost-effective manner. Th
40、is is the definition of logistics. During the transfer process, hardware such as logistics facilities and equipment( logistics carriers) are needed, as well as information control and standardization. In addition, supports from the government and logistics association should be in place. Three major
41、 functions of logistics (1) Creating time value: same goods can be valued different at different times. Goods often stop during the transfer process, which is professionally called the storage of logistics. It creates the time value for goods. (2) Creating location value: same goods can be valued di
42、fferently at different locations. The value added during the transfer process is the location value of logistics. (3) Distribution processing value: sometimes logistics create distribution processing value, which changes the length, thickness and packages of the goods. Like popular saying, “ cutting
43、 into smaller parts” is the most commonly seen distribution processing within logistics create added value for goods. 2. Logistics is a new commercial area, developing from the traditional stage to a modern one. The main differences between these two stage include: (1) Modern logistics adopts contai
44、nerization techniques. The goods transfer process starts with packaging, followed by transportation, storage and distribution. The whole process is operated under logistics standards. Based on the logistics base module of 600400mm, from the logistics module of 1,2001,000mm, and enlarge to the size o
45、f 2,5912,438mm-the size of highwide of the container. It can be adjusted to the standard sizes of containers for trains, trucks and ships. (2) Information technologies are most important for modern logistics. Bar Code, POS, EDI and GPS systems dramatically improve the efficiency and accuracy of the
46、logistics activities. Internet further assists the market development, operation and management of the logistics industry. 3.International Logistics An increasing number of companies are involving in international markets through exporting, licensing, joins ventures, and ownership. This trend should
47、 continue. With such expansion there is a need to develop worldwide logistics networks. Integrated logistics management and cost analysis will be more complex and difficult to manage. There are some future trends in internationalization: (1) More logistics executives with international responsibilit
48、ies (2) Expansion of the number and size of foreign trade zones. (3) Reduction in the amount of international paperwork and documentation (4) More foreign warehousing is owned and controlled by the exporting firm (5) Increasing number of smaller firm (6) Foreign ownership of logistics service firms,
49、 e. g., public warehousing and transportation carriers. (7) Increasing multiple distribution channels The international transport and the international logistics are same things in some way. So, when the international trading involved, the firm must establish international logistics systems to provide the products and service demanded. The most significant development in international logistics will be the increasing sophistication information system adopted and independent departments to operate. 4.Packaging. Packaging performs two basic funct
